Why Demand Process Stewardship Is the Secret Sauce for Successful, Modern B2B Demand Generation

A few weeks ago, I published a series of blog posts that ask the question, “Why don’t marketing leaders manage ‘demand’ as an operational process.”  I noted the core challenge for many B2B marketing leaders is we simply do not build, manage or optimize demand “… as an operational, repeatable and sustainable process.”  Sure we [...]

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Closing the Technology Innovation Vs. People/Process Stagnation Gap in Modern B2B Demand Generation (DG)

Summary of and links to Adam Needles’ latest post to the Silverpop Demand Generation blog.

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B2B Content Marketing Strategy and Practice Is Steaming Full-speed-ahead. Are You Onboard? (DG)

Adam Needles highlights his latest post to the Silverpop Demand Generation blog — one that looks at the next phase of dialogue around content marketing for B2B demand generation.

This post analyzes three emerging dialogue threads around content marketing, its integration with marketing automation and its role in modern, buyer-centric B2B demand generation.

These threads are: building out the new era of dynamic, buyer-driven content marketing campaigns; closing the loop so that it’s clear what content has impact and how to tune your content mix; and developing the right skill set and building the right team to effectively manage your B2B organization’s content marketing ‘machine.’

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What’s Behind the Rise of Content Marketing?

Adam Needles examines the dynamics driving the emergence of content marketing as a new B2B marketing discipline.

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Why ‘Personas’ Are the Secret Sauce for Effective Marketing Automation Campaigns and the Key to Achieving a ‘Mass One-to-one’ Strategy

Adam Needles analyzes why ‘personas’ are the secret sauce for effective marketing automation campaigns and the key to achieving a ‘mass one-to-one’ strategy. This piece dispels mythology and focuses in on what personas really are, and what are they not. Moreover, it addresses address why personas are such a good fit for the new challenges we face today as B2B marketers.

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Nailing Down Evidence That the Nature of the B2B Buyer Has Changed

Adam Needles looks at how the nature of the B2B buyer is changing and provides key data points and research insights that support this evolution.

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The ‘Halo Effect’ of a Marketing Accountability Mindset – Amplifying Your Marketing Effectiveness

Adam Needles discusses the ‘halo effect’ of marketing accountability — i.e., the positive transformation in performance and mindset that results from embracing a new approach to marketing — and why marketers must embrace marketing accountability.

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A Survey of Marketers Priorities and Experiences with Marketing Technology

An invitation from Adam Needles to participate in an original benchmark survey of marketers that is focused on garnering insights into marketing technology priorities and experiences

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The Inbound Marketing / Marketing Content Management Crowd – A Fourth Camp?

What is inbound marketing, how is it tied to marketing content management and what does this all mean for marketers? Moreover, is this a real ecosystem of solutions, or is it merely a Hubspot phenomenon? Adam Needles tackles these questions in a new post.

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A CMO’s Dual Imperatives – Driving Organizational and Technological Change

Adam Needles discusses the dual imperative for CMOs to succeed by driving both organizational and technological change — highlighting specific recommendations for CMOs to follow.

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Q and A … Eloqua’s Steve Woods on ‘Digital Body Language’

In this Q and A with Propelling Brands, Eloqua CTO Steve Woods talks about his new book, Digital Body Language — Deciphering Customer Intentions in an Online World, which presents a new way for marketers to think about their roles and how they engage with customers in the Internet age. In this book, Woods shows “… that, by embracing the concept of digital body langauge, marketers can re-engage with sales colleagues on a more strategic level and increase their value to the enterprise.”

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Top 20 Integrated Marketing Management Platforms 2 of 3: Assessing Marketing Needs + Evaluating Vendors

This is the second in a three-part series of posts on integrated marketing management platforms. In this post, Adam Needles presents high-level thoughts for marketers on approaches to analyzing their needs and to selecting a platform that is the right ‘fit’ for their organization.

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